B2B Content Marketing Trends 2017

Did you know that B2B content marketing is a growing and essential component of successful online advertising services? In recent years, content marketing has become one of the most effective ways to engage with potential customers and generate high-quality leads in the B2B sector. As we delve into the world of B2B content marketing trends for 2017, it is crucial to understand its history and significance in today’s digital landscape.

Content marketing has always been an integral part of businesses’ communication strategies, but it has evolved significantly over time. In the past, B2B companies relied heavily on traditional marketing tactics such as print advertising, cold calling, and direct mail. However, with the advent of the internet and the rise of social media platforms, marketing approaches have shifted towards a more customer-centric and interactive approach.

Nowadays, businesses are focusing on creating valuable and engaging content to attract and retain their target audience. According to a survey conducted by the Content Marketing Institute, nearly 90% of B2B marketers in North America are using content marketing as part of their overall strategy. This emphasizes the current significance of B2B content marketing as a preferred method for promoting products and services.

To give you an idea of how effective content marketing can be, consider this compelling statistic: according to Demand Metric, content marketing generates three times more leads than traditional outbound marketing strategies while costing 62% less. This statistic highlights the immense potential and cost-effectiveness of content marketing, making it an attractive choice for businesses looking to maximize their return on investment.

Moving on to the trends of B2B content marketing in 2017, personalized and targeted content is expected to be a key focus. As businesses strive to differentiate themselves in a crowded marketplace, delivering tailored content that speaks directly to the needs and challenges of their target audience will become increasingly important. This means investing in market research and data analysis to create content that resonates with specific segments of the B2B market.

Moreover, the rise of video content cannot be ignored. With the rapid growth of platforms like YouTube and the increasing popularity of live video streaming on platforms such as Facebook and Instagram, incorporating video into B2B content marketing strategies has become imperative. According to Cisco, by 2021, video will account for 82% of all internet traffic, emphasizing the immense potential for businesses to connect with their audience through visual storytelling.

Another significant trend is the emergence of influencer marketing in the B2B sphere. Influencers, who are experts or thought leaders in specific industries, have a loyal following and can significantly impact the purchasing decisions of their audience. Collaborating with influencers to create and promote content can amplify brand awareness and credibility, providing businesses with an opportunity to reach a wider audience.

In conclusion, the trends of B2B content marketing for 2017 present exciting opportunities for businesses operating in the online advertising service or advertising network sector. By adopting personalized and targeted content, leveraging the power of video, and exploring influencer collaborations, businesses can stay ahead of the curve and effectively engage with their B2B audience. As the digital landscape continues to evolve, remaining adaptable and embracing new trends will be crucial for success in content marketing.

What are the top B2B content marketing trends in 2017? Are you optimizing your content marketing strategy?

In today’s digital world, content marketing has become an essential strategy for businesses to connect and engage with their target audience. For B2B businesses, content marketing serves as a powerful tool to generate leads, build brand awareness, and establish thought leadership in their niche. However, to stay ahead in the competitive landscape, it’s crucial to stay up-to-date with the latest trends and adapt your content marketing strategy accordingly. In this article, we’ll explore the top B2B content marketing trends of 2017 and how you can optimize your approach to gain a competitive edge.

1. Personalization – Creating Tailored Content

One of the key trends in B2B content marketing is personalization. In a world of information overload, generic content no longer cuts it. To truly engage your target audience, you need to create tailored content that speaks directly to their pain points and needs. Personalization goes beyond just including the recipient’s name or company in your content. It involves leveraging data and insights to deliver relevant and highly targeted content that resonates with your audience. By personalizing your content, you can significantly increase engagement, conversions, and ultimately, revenue.

To fully understand your target audience and personalize your content effectively, you need to invest in data analytics tools and strategies. These tools can help you analyze customer behavior, preferences, and demographics. By gaining deep insights into your target audience, you can tailor your content to address their specific challenges, aspirations, and concerns. This level of personalization not only enhances the customer experience but also establishes your brand as a trusted advisor and industry expert.

In our next section, we’ll dive deeper into data analytics tools and strategies that can help you identify and understand your target audience better.

2. Video Content – Captivating and Engaging your Audience

Video content has seen a massive surge in popularity over the past couple of years, and this trend is expected to continue in the B2B space as well. According to a survey conducted by HubSpot, 55% of users consume video content thoroughly, and it’s no surprise that businesses are capitalizing on this trend.

Video content offers a unique opportunity to captivate and engage your target audience in a way that other content formats cannot. It allows you to tell compelling stories, demonstrate your products or services, and provide valuable insights in an engaging and digestible format. Additionally, videos offer a memorable experience, making it more likely for viewers to retain information and take action.

By incorporating video content into your B2B content marketing strategy, you can effectively convey complex information, create emotional connections with your audience, and leave a lasting impression. Whether it’s producing product demos, hosting webinars, or sharing testimonials, explore various video content formats to find what resonates best with your target audience.

Ready to take a deeper dive into video content strategies? In our next section, we’ll uncover tips and best practices for incorporating video into your B2B content marketing efforts.

3. Interactive Content – Driving Engagement and Participation

Interactive content is another trend that has gained immense popularity in B2B content marketing in 2017. Unlike static content, interactive content involves active participation from the audience, which not only drives engagement but also provides valuable insights for businesses.

Interactive content takes various forms, including quizzes, assessments, surveys, calculators, and interactive infographics. This type of content invites users to interact, share their opinions, and receive personalized results or recommendations based on their inputs. By providing users with a personalized experience and valuable insights, interactive content not only keeps them engaged but also helps you gather data and better understand your target audience.

Whether it’s a quiz that helps users determine their ideal solution or a calculator that showcases potential cost savings by using your product or service, interactive content allows for a more personalized and immersive experience. As a result, businesses can drive higher engagement, generate more qualified leads, and build stronger relationships with their audience.

Curious to learn more about how you can leverage interactive content in your B2B content marketing strategy? Our next section will provide you with actionable tips and examples to get started.

4. Influencer Collaboration – Leveraging Industry Experts

Influencer collaboration has become a popular strategy in B2B content marketing to amplify reach, build credibility, and tap into new audiences. By partnering with industry experts, thought leaders, or influential personalities, businesses can leverage their authority, expertise, and network to enhance their brand’s visibility and reputation.

When collaborating with influencers, it’s crucial to identify individuals who align with your brand values and target audience. Seek out experts who have a significant following in your industry and are respected for their knowledge and insights. By appearing alongside these influencers, your brand can benefit from their established credibility, ultimately boosting your own reputation and authority.

There are several ways to collaborate with influencers, including hosting webinars or podcasts together, featuring them as guest bloggers, or co-creating content that addresses common pain points in your industry. The key is to create valuable and authentic content that resonates with your target audience, while also leveraging the influencer’s existing relationships and following.

Ready to explore influencer collaboration in more detail? Our next section will provide you with practical steps and best practices to effectively partner with industry experts in your B2B content marketing efforts.

5. Mobile Optimization – Reaching your Audience on the Go

In today’s mobile-first era, optimizing your content for mobile devices is no longer a nice-to-have but a necessity. With the majority of users accessing the internet through their smartphones and tablets, it’s crucial for businesses to ensure their content is fully optimized for mobile consumption.

In addition to having a responsive website design, B2B businesses need to consider how their content is presented on mobile devices. This includes optimizing email newsletters, ensuring video content is mobile-friendly, and creating easily digestible formats for on-the-go readers. By making your content easily accessible and visually appealing on mobile devices, you can reach and engage with your target audience, wherever they may be.

Want to learn more about mobile optimization strategies for your B2B content marketing? Our next section will provide you with essential tips and practices to make your content mobile-friendly and maximize your reach.

Content Marketing Trends for B2B in 2017

With the constantly evolving digital landscape, savvy B2B marketers are constantly on the lookout for the latest trends and strategies to engage their target audience. In 2017, the B2B content marketing landscape has seen significant changes and advancements. Here, we dive into the core sections to explore the top B2B content marketing trends of 2017.

1. Increased Focus on Personalization

One of the key trends dominating B2B content marketing in 2017 is the increased emphasis on personalization. B2B marketers are realizing that generic, one-size-fits-all content no longer cuts it in today’s highly competitive digital marketplace. Personalized content helps build stronger connections with target audiences, delivering tailored messages and experiences that resonate with individual buyers.

According to a report by Salesforce, 52% of B2B buyers are likely to switch brands if a company fails to personalize communications and experiences. This emphasizes the importance for B2B marketers to invest in data-driven personalization strategies to drive greater customer loyalty and engagement.

2. Rise of Video Content

In recent years, video content has been gaining traction across various digital platforms. In 2017, its popularity has exploded in the B2B realm as well. B2B marketers have realized the potential of using video to communicate their brand messages, educate their audience, and showcase their products or services.

According to HubSpot, 43% of B2B buyers want to see more video content from marketers. Additionally, Cisco predicts that by 2021, 82% of all internet traffic will be video-based. These statistics highlight the growing importance of incorporating video into B2B content marketing strategies to capture and engage the attention of target audiences.

3. Embracing Interactive Content

Interactive content is another hot trend in B2B content marketing for 2017. B2B marketers are realizing that static content alone may not be enough to captivate and engage their target audience. By incorporating interactive elements such as quizzes, assessments, calculators, and polls, marketers can create a two-way dialogue with their audience, making the content more memorable and immersive.

A study by Demand Gen Report found that 88% of B2B marketers agree that interactive content is effective in differentiating their brand from competitors. Additionally, interactive content generates twice as many conversions as passive content. These findings indicate that interactive content is a powerful tool for B2B marketers to drive engagement and generate leads.

4. Rise of Influencer Marketing

Influencer marketing has been a significant trend in B2C marketing for a while, and in 2017 it is gaining traction in the B2B world as well. B2B marketers are realizing the value of leveraging industry experts and thought leaders to amplify their brand message and reach a wider audience.

According to a study by TopRank Marketing, 74% of B2B marketers stated that influencer marketing improves the reach and visibility of their content. Influencers bring credibility and authority to the content, helping B2B marketers establish themselves as trusted industry leaders. By collaborating with influencers, B2B marketers can tap into their existing networks and maximize the impact of their content.

5. Mobile Optimization and Responsive Design

In today’s mobile-first world, it’s essential for B2B marketers to optimize their content for mobile devices. With an increasing number of professionals using mobile devices to research, consume, and share content, mobile optimization is no longer optional.

According to Google, 61% of users are unlikely to return to a mobile site after a negative experience, and 40% will visit a competitor’s site instead. B2B marketers need to ensure their content is easily accessible, responsive, and user-friendly on mobile devices to avoid losing potential customers.

6. Account-Based Marketing (ABM)

Account-Based Marketing (ABM) has been gaining traction in the B2B world for the past few years, and it continues to be an important trend in 2017. ABM focuses on individual accounts or target companies rather than targeting broad market segments. It involves personalized, highly targeted content that caters specifically to the needs and pain points of each account.

According to a study by SiriusDecisions, 91% of companies using ABM reported larger deals, and 85% reported higher close rates compared to traditional marketing methods. This highlights the effectiveness of ABM in driving tangible business results for B2B organizations.

7. Integration of Artificial Intelligence (AI)

Artificial Intelligence (AI) has been transforming many industries, and B2B content marketing is no exception. AI-powered tools and technologies enable marketers to automate content creation, personalize recommendations, and optimize content distribution for maximum impact.

A study by Demandbase revealed that 80% of B2B marketing executives believe that AI will revolutionize marketing by 2020. By leveraging AI, B2B marketers can streamline their content marketing efforts, improve targeting and personalization, and ultimately drive better results.

8. Focus on Micro-Moments

Micro-moments are the critical touchpoints when individuals turn to their devices to act on a need or seek information. In 2017, B2B marketers are recognizing the significance of these micro-moments and tailoring their content to be highly relevant and accessible during these key decision-making moments.

According to Think With Google, 87% of B2B buyers say online content has a major or moderate impact on vendor preference and selection. By delivering the right content at the right time, B2B marketers can influence buyer decisions and position themselves as valuable resources in their industry.

Stay Ahead of the Curve

As the digital landscape continues to evolve, B2B marketers must stay informed about the latest content marketing trends to stay ahead of their competition. By embracing personalization, leveraging video and interactive content, tapping into the power of influencer marketing, optimizing for mobile, adopting ABM strategies, integrating AI, and focusing on micro-moments, B2B marketers can effectively engage their audience and drive results.

Remember, keeping up with trends is crucial in the fast-paced world of online advertising. Take advantage of the latest developments and statistics to ensure your B2B content marketing strategies align with the ever-changing needs and preferences of your target audience.

Statistical Insight: According to a study by Content Marketing Institute, 93% of B2B marketers say their content marketing efforts have increased brand awareness and engagement.

Key Takeaways from B2B Content Marketing Trends 2017

In the world of online advertising services and advertising networks, it is crucial to stay updated on the latest trends and strategies in content marketing. The B2B Content Marketing Trends 2017 article provides invaluable insights and key takeaways for professionals in the field. Here are 15 essential points that summarize the most important findings:

1. Content Marketing is Thriving

Despite the rapidly changing digital landscape, content marketing remains a crucial aspect of B2B marketing strategies. The article highlights the continued growth and effectiveness of content marketing.

2. Top Goals and Objectives

One of the key takeaways from the article is the identification of the top goals and objectives of content marketers in 2017. These include lead generation, thought leadership, brand awareness, and customer acquisition.

3. Challenges Faced by B2B Marketers

The article sheds light on the challenges faced by B2B marketers in implementing successful content marketing strategies. Factors such as lack of budget, producing engaging content, and measuring ROI are some of the main obstacles highlighted.

4. Growing Importance of Visual Content

Visual content, including images, infographics, and videos, continues to gain significance in content marketing strategies. The article emphasizes the need for B2B marketers to incorporate visually appealing content to capture and retain audiences.

5. Impact of Social Media

The role of social media in B2B content marketing is explored in the article. It highlights the importance of leveraging various social media platforms to amplify content reach and engage with the target audience.

6. Mobile Optimization is Crucial

In an era where mobile usage is skyrocketing, the article emphasizes the need for B2B marketers to optimize their content and websites for mobile devices. Mobile-friendly content and responsive design are key elements to consider.

7. Influencer Marketing Rising

Influencer marketing is gaining traction in the B2B space, as highlighted in the article. Collaborating with industry influencers can help businesses expand their reach, enhance credibility, and drive customer engagement.

8. Personalization for Better Results

Personalized content is identified as a significant trend in B2B content marketing for 2017. The article emphasizes the importance of tailoring content to individual customers’ needs and preferences for more effective engagement and conversion.

9. Content Distribution Strategies

The article delves into the various content distribution strategies employed by B2B marketers. It emphasizes the need to prioritize channels that reach the target audience most effectively, such as email marketing, search engine optimization, and social media advertising.

10. The Power of Data-driven Marketing

Data-driven marketing is explored as a critical element of successful content strategies. The article discusses the importance of utilizing data to identify trends, understand customer behavior, and optimize content delivery.

11. Integration of Artificial Intelligence

The growing integration of artificial intelligence technologies, such as chatbots and machine learning, is highlighted in the article. B2B marketers can leverage AI to automate tasks, improve customer interactions, and enhance personalization.

12. Long-form Content for Thought Leadership

The article emphasizes the value of long-form content in establishing thought leadership and credibility. Detailed articles, whitepapers, and e-books can help businesses position themselves as industry leaders and attract high-value customers.

13. Video Content on the Rise

Video content is identified as a prominent trend in B2B marketing. The article highlights the increasing popularity and effectiveness of video content for engaging audiences and delivering key messages in an engaging and memorable way.

14. Growth of Account-Based Marketing

Account-based marketing (ABM) is gaining momentum in the B2B landscape, as the article suggests. ABM allows for personalized, targeted marketing strategies focused on specific high-value accounts, leading to better conversion rates and customer retention.

15. Content Measurement and ROI

The importance of measuring content effectiveness and calculating return on investment (ROI) is emphasized in the article. B2B marketers are encouraged to utilize analytics tools to track key metrics and make data-driven decisions to optimize their content marketing efforts.

In conclusion, the B2B Content Marketing Trends 2017 article provides valuable insights for professionals in the online advertising service and advertising network industry. By understanding and implementing these key takeaways, businesses can stay ahead of the curve and drive successful content marketing campaigns.

FAQs for B2B Content Marketing Trends 2017

1. What is B2B content marketing?

B2B content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience of businesses.

2. Why is B2B content marketing important?

• B2B content marketing helps build trust and credibility with potential customers.
• It positions your business as a thought leader in the industry.
• It increases brand awareness and visibility.
• It generates leads and drives customer engagement.

3. What are the key trends in B2B content marketing for 2017?

Some key trends in B2B content marketing for 2017 include:

• Increased emphasis on video content.
• Personalization and targeting of content.
• Integration of artificial intelligence and data analytics.
• Use of interactive and immersive content.
• Focus on mobile optimization.

4. How can video content enhance my B2B marketing strategy?

Video content can enhance your B2B marketing strategy by:

• Providing a more engaging and memorable way to communicate your message.
• Increasing user engagement and shareability on social media platforms.
• Conveying complex information in a concise and visually appealing manner.
• Fostering a sense of trust and authenticity.

5. How can I personalize my B2B content for better results?

To personalize your B2B content, you can:

• Segment your audience and create targeted content for each segment.
• Use personalization tools to deliver customized experiences based on user preferences and behaviors.
• Implement email marketing campaigns that address specific pain points or interests.
• Optimize your website with dynamic content that changes based on user interactions.

6. How can I leverage artificial intelligence and data analytics in my B2B content marketing?

You can leverage artificial intelligence and data analytics in your B2B content marketing by:

• Using AI algorithms to analyze data and gain insights about your target audience.
• Automating content creation and distribution processes using AI-powered tools.
• Customizing content recommendations based on user preferences and behaviors.
• Utilizing data analytics to measure content performance and optimize your strategy.

7. What are the benefits of interactive and immersive content in B2B marketing?

The benefits of interactive and immersive content in B2B marketing include:

• Increased user engagement and time spent on your website or platform.
• Improved understanding and retention of information through interactive experiences.
• Opportunity to collect valuable data and insights about user preferences and behaviors.
• Enhanced storytelling capabilities to captivate and persuade your audience.

8. How important is mobile optimization in B2B content marketing?

Mobile optimization is crucial in B2B content marketing because:

• A growing number of professionals use mobile devices for business-related tasks.
• Mobile-friendly content improves user experience and reduces bounce rates.
• Mobile responsiveness is a ranking factor in search engines, affecting your visibility.
• Optimized mobile experiences increase the chances of content being shared or recommended.

9. How can I measure the success of my B2B content marketing efforts?

• Track key performance indicators (KPIs) such as website traffic, conversion rates, and engagement metrics.
• Use analytics tools to gather data and insights about your target audience’s behavior and preferences.
• Set specific goals and regularly assess your progress towards achieving them.
• Conduct customer surveys or interviews to gauge the impact of your content on their decision-making process.

10. How can I create an effective B2B content marketing strategy?

To create an effective B2B content marketing strategy, you should:

• Define your goals and identify your target audience.
• Conduct thorough market research to understand your audience’s needs and preferences.
• Create a content calendar and plan your content distribution across various channels.
• Develop high-quality and valuable content that aligns with your audience’s interests and challenges.

11. Is it better to focus on quality or quantity when it comes to B2B content?

While both quality and quantity are important in B2B content marketing, prioritizing quality is crucial. Creating valuable and relevant content that addresses your audience’s pain points will yield better results in terms of engagement, brand reputation, and lead generation.

12. How can I repurpose my B2B content for maximum impact?

You can repurpose your B2B content by:

• Turning blog posts into downloadable guides or whitepapers.
• Creating infographics or visual presentations based on existing content.
• Converting webinars or presentations into video content.
• Reusing key insights or statistics in social media posts or newsletters.

13. What is the role of storytelling in B2B content marketing?

Storytelling plays a crucial role in B2B content marketing by:

• Engaging and captivating your audience emotionally.
• Generating empathy and trust towards your brand.
• Helping your audience relate to your product or service on a personal level.
• Delivering complex information in a compelling and memorable way.

14. How can I optimize my B2B content for search engines?

To optimize your B2B content for search engines, you can:

• Conduct keyword research and incorporate relevant keywords into your content.
• Optimize your page titles, headings, and meta descriptions for better visibility.
• Improve your website’s loading speed and mobile responsiveness.
• Generate high-quality backlinks from reputable websites in your industry.

15. How often should I update my B2B content marketing strategy?

You should regularly review and update your B2B content marketing strategy to adapt to changing trends, technology advancements, and audience preferences. It is recommended to evaluate your strategy at least once a quarter and make necessary adjustments to ensure its effectiveness.

Conclusion: Key Insights from B2B Content Marketing Trends 2017

Content marketing has become an integral part of the B2B landscape, and staying on top of the latest trends is crucial for any online advertising service or advertising network. Throughout 2017, several key insights emerged that can guide businesses in their content marketing strategies moving forward.

Firstly, video content continued to dominate the B2B content marketing scene. This year, we saw an increased emphasis on interactive and engaging video content that not only educates but also entertains. From live streaming to virtual reality experiences, video proved to be a powerful tool for capturing and retaining the attention of B2B audiences. This trend is further supported by statistics that show video content being shared and viewed more frequently on social media platforms. Therefore, incorporating video into content marketing strategies should be a priority for online advertising services and advertising networks, as it offers a highly effective way to engage and connect with B2B audiences.

Secondly, personalization emerged as a key trend in B2B content marketing. Businesses recognized the importance of delivering relevant and tailored content to their audiences. This means understanding the unique needs and preferences of target customers and creating content that speaks directly to them. Personalization can be achieved through various means, such as segmentation, dynamic content, and account-based marketing. By leveraging data and utilizing advanced targeting strategies, online advertising services and advertising networks can deliver more personalized and impactful content to B2B audiences, resulting in higher engagement and conversion rates.

Another notable trend in 2017 was influencer marketing within the B2B context. While traditionally associated with B2C marketing, B2B brands increasingly realized the power of partnering with industry influencers to amplify their content and reach. Influencer marketing allows businesses to tap into the established credibility and authority of industry experts, boosting their content’s visibility and credibility. For online advertising services and advertising networks, collaborating with influencers in the B2B industry can help in reaching a wider audience and establishing their own credibility within the market.

Additionally, thought leadership emerged as a critical aspect of B2B content marketing in 2017. B2B audiences expect more than just promotional messages; they seek valuable insights and expertise from brands they trust. By positioning themselves as thought leaders through insightful and authoritative content, businesses can differentiate themselves from competitors and build trust with their target audience. This involves consistent creation of thought-provoking content, engaging in industry conversations, and showcasing subject matter expertise. Online advertising services and advertising networks need to prioritize thought leadership content in order to establish themselves as reputable and trusted sources of information in the B2B space.

Moreover, distribution became a key focus for B2B content marketers in 2017. Creating great content is not enough; it needs to be effectively distributed to reach the right audience. This year, we witnessed a shift towards strategic distribution tactics, including leveraging social media platforms, partnering with influencers, and incorporating content amplification strategies. Online advertising services and advertising networks can play a crucial role in assisting B2B brands with targeted distribution, ensuring their content reaches the right people, at the right time, and through the right channels.

In conclusion, B2B content marketing in 2017 was characterized by a focus on video content, personalization, influencer marketing, thought leadership, and strategic distribution. Online advertising services and advertising networks can leverage these trends to enhance their offerings and drive better results for their B2B clients. By understanding and embracing these key insights, businesses can stay ahead of the competition and build meaningful connections with B2B audiences to achieve their marketing objectives.